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Jacquin Bonbons Advertising Postcard Version of Cappiello Poster of Jester with Gifts
Leonetto Cappiello originally designed this lady in the colorful jester costume on an advertising poster for the Paris chocolatier Jacquin in 1926. The poster affords more detail in the gift packages and candy boxes, but the postcard version, dated 1930, is still a fine example from 'the father of modern advertising' of his use of bold figures popping out of black backgrounds. I've tweaked my direct scans in an effort to accurately capture the lemon yellow, orange red and dark blue of the jester's beribboned costume. Between the scans and the photos, you can see that this is indeed a vivid and richly colored postcard on linen. Unused, it shows some hints of age: light creases on the cream border at top right and a small superficial [not visible verso] crease in the black background on the right side just above center. But overall, it's a superlative example with a shiny linen surface.
Cappiello (1875 – 1942) was a self-taught Italian artist. He moved to Paris in 1898; died in Cannes in 1942. He started as a caricaturist, but found his true calling in the world of advertising posters, of which he created more than more than 530. He worked with two major printers: initially with Pierre Vercasson in 1900 and then with Devambez in 1918. I have included a close-up extract from the postcard to show Devambez's name hidden among the bottom line of the advertising. Cappiello stayed with Devambez until 1936. "Exigez la Marque JACQUIN sans prénom" is repeated at top and bottom of the card. Julien Joseph Jacquin was a clock maker, engineer and hosiery maker as well as a chocolate producer. My interpretation of the advertisting phrase is that when it comes to chocolates, 'demand Jacquin.' Sans prénom, without a first name. In other words, that one word -- Jacquin -- says it all. Just ask for Jacquin!
Size: about 3.5 by 5.5 inches. Circa 1930-1936. Please note that although I pack cards well protected between two pieces of cardboard inside a 5x7 greeting card, I'm requiring insurance on this card because I would not be able to replace it if it were lost in the mail. To find another card in this fine of condition would be near impossible.
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